Case Study Category: Innovation

Boosting a Post-Publication Novel Through Creative, Community-Driven Events

Conventional publishing wisdom suggests that once a book is published, meaningful publicity opportunities quickly fade. When we began working with Melora Fern a full month after the release of her historical novel Whistling Women & Crowing Hens, the campaign faced that exact challenge. Rather than treating the post-publication timing as a limitation, we reframed it as an opportunity to build momentum in a more targeted, imaginative way.

Thinking Beyond the Bookstore

Instead of relying solely on traditional bookstore events that do tend to schedule further in advance, we partnered with Melora to design a series of highly specific, niche experiences that aligned organically with her readership, the novel’s themes and her local connections.

Highlights included a Books & Blooms event at The English Garden Florist, where attendees paired a floral workshop with an author talk; an author Q&A at the Thomas Stevens Gallery, known for its floral and landscape art; and a book signing at the Masters of Musical Whistling Festival, a rare and perfect thematic match given the novel’s central motif. We also organized writing workshops at a public library and a senior learning center, allowing Melora to connect deeply with aspiring writers and lifelong readers.

Turning Events into Media Opportunities

Each event wasn’t just an appearance; it became a fresh media angle. We leveraged these unique settings to pitch local outlets, successfully securing radio interviews and arts coverage that extended the reach far beyond event attendees. Melora appeared on WCHL’s This Morning with Aaron Keck, was featured in News of Orange and interviewed on WHUP, reinforcing her visibility throughout the region.

Sustained Impact and Continued Growth

These niche, community-rooted events did more than boost short-term awareness. They generated sustained interest, opened doors to additional appearances and laid the groundwork for new opportunities already emerging in 2026, well after the book’s publication date. The campaign demonstrated that with creativity and precision, a book can absolutely gain traction post-launch.

Turning a Shelved Novel into a Hit Podcast and Publishing Deal

Author Liz Whitehurst first wrote Messenger in 2019 because she believed deeply in its message of human connection — but after struggling to publish, she set the manuscript aside.

As isolation swept the world during the pandemic, Liz realized her story about strangers connecting across New York City had become even more relevant. So she decided to reimagine Messenger as a serialized podcast, releasing weekly audio episodes that breathed new life into her story. Listeners were captivated and began sending in their own tales of serendipity, which Liz turned into bonus episodes mirroring the original story’s central themes.

Liz’s creativity grew Messenger from a shelved manuscript into a publishing deal and print release in 2021. And when the opportunity arose to relaunch Messenger as a book, Books Forward was thrilled to help Liz share her innovative storytelling with a wider audience.

Strategic Media Amplification

Our team positioned Liz as an expert on blending literary and audio storytelling – a strategy that yielded glowing results.

We secured guest articles about her process in Writer’s Digest, Elephant Journal, Women Writers, Women’s Books, Insecure Writers’ Support Group, Writers Helping Writers and more. We also landed features in NaNoWriMo and Kind Over Matter, among many other outlets, expanding her visibility among both aspiring and established writers.

By showcasing Liz’s creativity and her willingness to experiment across mediums, we positioned her as a key voice in how authors can reach new audiences by reimagining how stories are told.

Modern Storytelling, Modern Success

Liz is inspiring proof that today’s authors can build thriving readerships by experimenting fearlessly and embracing new platforms. Her innovation, along with Books Forward’s strategic publicity, facilitated a successful book launch to readers and listeners across the globe.

“All that you and the Books Forward team did exceeded my hopes and expectations,” Liz said of her book publicity campaign. “Your kindness, patience, expertise and responsiveness knew no bounds. You held my hand and walked me through every aspect of what was a new and daunting process for me. I couldn’t have done it without you! I am AMAZED at all you’ve accomplished for Messenger.”

Championing a “Banned” Novel

When Dr. Seema Yasmin’s YA debut, Unbecoming, was set to release in the wake of Roe v. Wade’s overturn, we knew it could become a powerful touchstone in public dialogue about reproductive rights. But with early book bans threatening its reach, we needed to think beyond traditional book publicity. Instead of solely focusing on mainstream media, we developed a strategic, rogue PR campaign that directly engaged reproductive rights organizations, activist book clubs and social media influencers to elevate Unbecoming to more than just a novel — it became a conversation starter.

Leveraging Book Bans as a Marketing Hook

Before Unbecoming even hit shelves, it was already facing bans with certain retailers. Rather than allowing this to hinder promotion, we leaned into it. Crafting campaign angles around the idea that a medical doctor’s book was “banned before it even released,” we caught the attention of journalists, bloggers and activists. Media outlets like The Mary Sue and The San Francisco Chronicle ran features not just about the book itself, but about the broader issue of book bans affecting stories centered on reproductive rights and LGBTQ+ identities.

Connecting with Activist Organizations and Book Clubs

Rather than relying solely on book reviewers, we sought partnerships with reproductive rights groups, knowing they would be a crucial audience. This led to Unbecoming being championed by The Religious Coalition for Reproductive Choice, which organized a virtual event with Dr. Yasmin. And other organizations like the Morristown Unitarian Universalist Fellowship, Advocates for Youth, Planned Parenthood and various National Organization for Women (NOW) chapters shared their support in wanting to amplify the book’s message.

We also worked directly with activist-led book clubs, such as the Prairie Abortion Fund Book Club, ensuring Unbecoming found its way into the hands of passionate readers ready to discuss its themes in a meaningful way.

Harnessing Social Media and Influencer Advocacy

A key part of our strategy involved identifying BookTokers and Bookstagrammers who were receptive to the book’s message, then providing them with review copies and key messaging points to share with their audiences. The results were powerful — highly engaged posts (such as this post and this feature), passionate reader discussions and thousands of views amplifying Unbecoming’s impact.

We also leveraged highly targeted podcasts, such as Stories Are the Best Way to Break Through Stigmas, where Dr. Yasmin discussed the role of fiction in shaping cultural conversations around reproductive rights.

The Lasting Impact of a Targeted, Advocacy-Driven Approach

Our unconventional approach led to Unbecoming breaking out beyond the typical YA audience. Not only did we secure national media placements, but we also further positioned Dr. Yasmin as an industry authority in the conversation around reproductive rights.

Dr. Yasmin’s campaign proves that when publicity is aligned with activism, books can become catalysts for real-world change.

Breaking Boundaries for Interactive Online Storytelling: DevilsGame

Michael Wolk’s DevilsGame wasn’t a book – it was an innovative cyber fiction experience that merged immersive storytelling with elements of online scavenger hunts and augmented reality gaming (ARGs). This bold new format challenged traditional publishing conventions, and our campaign had one clear goal: to creatively present this groundbreaking project in a way that inspired readers and influencers to engage with its unconventional format.

Creative Strategies for an Unconventional Format

Promoting a story unlike any other required a particularly unique approach. We collaborated closely with Michael’s team to first define DevilsGame’s genre and format, carefully crafting messaging to introduce “cyber fiction” to both traditional readers and tech-savvy audiences.

To generate buzz, we also designed an interactive unboxing experience for influencers, complete with creative swag that reflected the book’s cyber themes. We included a detailed guide to help fast-track participation with DevilsGame. The box was designed to generate curiosity and engagement, both for recipients and video viewers – and it worked.

Building Curiosity and Engagement

The campaign translated DevilsGame’s ambitious concept into tangible excitement. Media placements such as Authority Magazine and the

spotlighted Michael’s innovative storytelling. Influencers like Megan Noel Opava, Josee Reads and Book Reviews by Taylor shared unboxing videos, while glowing reviews from platforms like The Perfect Read (“This book was unlike anything I’ve ever read”) and Go Fetch a Book (“This was the coolest concept of a book that I’ve ever experienced!”) praised the immersive, multi-platform narrative. Once they engaged with DevilsGame, reviewers consistently praised the story’s originality (“DevilsGame isn’t like anything I’ve ever read before“) and propulsive narrative (“I’m telling you… you need to check it out.”).

A Blueprint for Future Storytelling

By embracing the unique nature of DevilsGame, we successfully communicated its unconventionality as its greatest strength. The combination of a creative press kit, targeted media outreach and influencer engagement helped readers take a leap of faith into this bold new format, proving that audiences are ready for innovation when it’s introduced with care and enthusiasm. By successfully bridging the gap between traditional publishing and immersive digital storytelling, we demonstrated that even the boldest ideas can find their audience.

Reigniting Literary Acclaim for a Pioneering LGBTQ+ Author

Who says you can only publish the same book once? In the right circumstances, re-releasing a book (or a collection) with fresh updates – a new cover, foreword, chapter or other additions – can give your work a new lease on life and attract an all-new audience.

We were thrilled when the team at Hirsch Giovanni approached us to help promote the re-release of author Fritz Peters’ books. A pioneer in LGBTQ+ literature, Peters was a bestselling author in 1951, but by 2024 his name and work were largely unknown. Hirsch Giovanni wanted Peters to get the recognition he deserved for breaking barriers in queer visibility, and we were honored to partner with them.

A Strategic Re-Release with a Modern Touch

Hirsch Giovanni was an excellent partner in publicity: they designed stylish new covers for Peters’ collection, worked with director William Gazecki to develop a documentary centered on Fritz’s life and work, and included a new preface by acclaimed queer author, poet and critic Jack Parlett. These updates – as well as their savvy decision to republish all of Peters’ works in June for Pride Month – gave us plenty of hooks to approach the media with a great story on this “resurrected” author and innovative publisher.

The Impact: A Resurgence in Literary Recognition

Thanks to a targeted publicity effort, Peters made a literary splash yet again, nearly 50 years after his death. Publishers Weekly released a major feature on his republished works, both in print and online. Critics loved Peters’ work and began circulating positive reviews online. Once again, Peters’ work prompted analysis and discussion of queer rights, both past and present.

A book’s “shelf life” does not have an expiration date: with a savvy publicity campaign and refreshed design, your work can find and will reach audiences for decades to come!

Designing a Unique Mailing to Win Big Media

Media outlets receive dozens of books on a weekly — sometimes daily — basis. We knew we had to make our media mailing for Ann Redisch Stampler’s YA thriller How to Disappear stand out to get attention, so we got creative. (And this was years before influencer boxes became a more industry standard practice!)

A Clever Concept Brought to Life

Anne’s edge-of-your-seat thriller follows a teen named Nicolette and her race to escape a hitman, so we decided to re-create both the hitman’s “hit packet” from the book, as well as the disguise kit used by the protagonist.

Our media mailing included a copy of the book, a personal note from the author and two large, special envelopes.

The first envelope read “Are You the Hunter?” and included the hitman’s info on Nicolette as described in the novel: “photos” of Nicolette and her house, her “driver’s license” and a checklist of her personal information. (Yes, we created these things!)

The second envelope read “Are You the Hunted?” and included Nicolette’s disguise kit (complete with sunglasses and a tube of hair dye!), the fake ID she uses in the novel, a road map and a “room key” to the hotel she stays at in the book.

Buzz-Worthy Results

The mailing received a lot of love and attention from the media, who responded warmly to the book (instead of tossing it in the “to read” pile). After the mailing, we were thrilled to see How to Disappear featured multiple times on Buzzfeed (which also posted a photo of the mailing on social media!), Bustle, B&N Teen Blog, USA TODAY’s Happy Ever After, Hypable, Heroes and Heartbreakers, PopCrush and more.

A Lasting Impression

A little extra imagination helped ensure that Ann’s incredible novel wouldn’t “disappear” off the best teen reading lists!

Thinking “Outside the Bookstore” for a Creative Launch

When setting up a book launch event, local independent bookstores are often the go-to venue—and for good reason. But it can also be effective to reach your target audience when thinking outside the box (or bookstore). That’s exactly what we did for Cole Williams’ Dr. Brainchild and Radar: A Popcorn Discovery.

Targeting a Built-In Audience of STEM-Interested Kids

This unique children’s book follows a young scientist as she uncovers the power of the microwave, blending storytelling with science. To match its innovative spirit, we researched and pitched local children’s museums in the author’s area—knowing these venues attract families already engaged in science and education.

A Museum Partnership That Went Beyond the Launch

The Bakken Museum enthusiastically agreed to host the event. Cole’s launch was not only well-attended, but deeply resonated with her ideal target audience of STEM-interested kids. The museum later stocked the book in its gift shop and invited Cole to participate in their upcoming “Women in Science” event—further extending her visibility and reach.

Cole’s campaign is proof that with thoughtful research and creative outreach, offsite venues can offer powerful connections with your ideal readers!

Building a Brand for a Breakout Children’s Poet

Poetry for children can be a challenging niche — dominated by a handful of iconic authors and requiring a distinct sense of fun and creativity to break through. Brett Fleishman had both, and we wanted to help his funny, charming poems reach the widest young audience possible.

Creating a Buzz-Worthy National Initiative

To give Brett’s work an attention-grabbing boost, we asked him to write an original poem for “Take Your Child to a Bookstore Day.” We paired the poem with a custom poster and shared it with hundreds of indie bookstores nationwide.

The response was enthusiastic: independent bookseller associations shared the poem with thousands through their networks, and the piece was picked up and featured in Shelf Awareness, providing Brett with national visibility among booksellers and book lovers.

We also secured reviews and features in Kirkus, Midwest Book Review, Book Riot and influential children’s book blogs, which helped librarians, educators and parents discover his work. This wave of coverage supported his growing readership and reinforced his identity as a distinctive new voice in children’s poetry.

Connecting Brett With His Core Audience: Kids

Introducing Brett directly to young readers was essential in building his long-term brand. We partnered with ReadBoston to arrange a series of school visits that allowed him to share his poetry in person.

We also coordinated special events for him at the Boston Children’s Museum and the Boston Children’s Festival, placing him in front of families and educators.

To expand his reach even further, we connected Brett with the Lowell Spinners minor league baseball team, where he collaborated with them to write an official promotional poem, creating a memorable way to introduce his work to new fans.

A Strong Brand Built on Creativity and Connection

By combining inventive promotional ideas with strategic partnerships, we helped Brett establish a vibrant author brand rooted in creativity and genuine connection with young readers. The campaign not only elevated his visibility but ensured that his poetry reached the audiences who would cherish it most.